Snapchat recently introduced an innovative new augmented reality makeup filter that not only allows users to experiment with different looks but also provides a direct link to purchase the products needed to recreate those looks in real life. This filter is part of a collaboration between Snapchat and NYX Professional Makeup, which they have aptly named Beauty Bestie.
While AR beauty filters are not a novelty, what sets this particular filter apart is the seamless integration of a marketing tool that promotes products typically found in local pharmacies. With the recent closures of numerous pharmacy locations, this partnership with NYX may provide the cosmetics brand with a means to attract more customers through online channels at a time when in-person shopping at physical stores is dwindling.
To access the filter, users can search for ‘NYX Beauty Bestie’ on Snapchat or visit the makeup brand’s public profile. Once there, they will discover daily ‘looks’ created by NYX makeup artists that can be personalized based on the individual’s preferences. According to Snapchat, the filter learns more about user preferences as they interact with it, making the experience increasingly personalized over time.
In addition to trying out different looks, the filter also suggests specific NYX products for users to purchase. When users click on a “more” button, they are redirected to the NYX website, where they can find and buy the recommended products. Furthermore, NYX is planning to roll out an additional feature within the app that will allow users to scan a NYX product they have in real life using their phone’s camera, triggering tutorial videos for using the product.
This AR makeup filter is just one example of the growing trend in the beauty industry to utilize augmented reality technology to engage with consumers and drive sales. In fact, there has been a rise in beauty-focused AR filters in the market, enabling users to virtually experiment with various beauty trends, from makeup to nail art. Capitalizing on this trend, companies are increasingly exploring ways to monetize AR filters, leveraging them as powerful marketing and sales tools.
Recognizing the potential of AR technology in the realm of e-commerce, Snapchat took a significant step earlier this year by launching a new business unit called AR Enterprise Services (ARES). This move was aimed at providing brands and their customers with the capability to use AR to virtually try on products and facilitate online shopping. With the surge in online shopping and the increased reliance on virtual experiences, the integration of AR filters as a sales tool offers a unique and immersive way for brands to connect with consumers and drive product sales.
In conclusion, the collaboration between Snapchat and NYX Professional Makeup to introduce an AR makeup filter with direct-to-purchase capabilities reflects the evolving landscape of beauty-related technology and e-commerce. This innovative filter not only facilitates virtual makeup experimentation but also serves as a seamless gateway for consumers to browse and buy specific beauty products. As the beauty industry continues to push the boundaries of technology and consumer engagement, AR filters are poised to become an essential component of digital marketing and sales strategies, offering a dynamic and interactive way for brands to connect with consumers in the digital age.